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International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
Strategy to Increase Market Share for
Medical Devices :
A Case Study of a Sole Distributor Company
Anton Sukoco1,*, Mohamad YusakAnshori2,
Magister Management, Universitas Airlangga 60286, Indonesia
2
Economic and Business Faculty,Nadhatul Ulama Surabaya of University 60237, Indonesia
1
anton.sukoco-2017@feb.unair.ac.id1,yusak.ashori@unusa.ac.id2
Abstract--The objectives of this study is to evaluate marketing strategies that hit directly at market leaders in the goal of
getting a marketing strategy to increase market share and become a market leader. This study applies a qualitative and
quantitative approach. The analysis applied was descriptive analysis using EFAS, IFAS and SWOT analysis instruments.
Data sources and types of research data consist of primary data and secondary data. Primary data obtained from the results
of focus deep discussion, in deep interviews and questionnaires. Whereas secondary data is obtained from financial reports
and relevant articles and literature. The results of this study resulted in the value of Opportunity: 2,07 Threat: 0,60 and
Strength: 0,52, Threat: 1,5 so that in quantitative SWOT analysis entered the turnaround strategy, namely changing strategy.
And from the SWOT matrix, it was found that the W-O strategy, that is company must change their marketing strategies
from direct hit to market leaders by improving after-sales services, improving the their quality products, conducting brand
equity, support from top management and placing units in the Teaching Hospital. This research can provide an overview to
practitioners in marketing strategic decision making.
Keywords--market challenger, IFAS, EFAS, SWOT, marketing strategy.
I. INTRODUCTION
C
ancer is a type of disease that is capable of causing
death at a fairly high level in the world. There are at least
several factors that cause cancer deaths, namely excessive
body weight index, lack of fruit and vegetable
consumption, lack of physical activity, smoking, and
alcohol consumption. Interestingly, smoking is the highest
factor causing cancer and can even lead to death by 20 %.
Furthermore, as many as 70 % of deaths are caused by
lung cancer caused by smoking addiction [1]. The spread
of the disease in Indonesia is also quite worrying. Still
based on the Litbangkes report, the Indonesian Ministry
of Health published 347,742 people suffering from cancer.
The region which has the highest number of three ranked
cancer patients is Yogyakarta Special Region
with 4.1 %, followed by East Java and the third highest
is Central Java with 61,230 people. On that basis also,
Hospitals in Indonesia strive to improve quality in
services, especially in terms of cancer. In this regard, the
government through the Ministry of Health issued a
decision to improve the quality of services represented by
ensuring that hospitals with at least type 'B' must have
medical support for the cancer diagnosis [2].
The existence of the phenomena described in the
previous section, the sole distributor company brand A
medical devices saw as an opportunity to increase market
share by evaluating its marketing strategy and formulating
a new marketing strategy in order to increase market share
and become the market leader. This will add to the
Company's value in the eyes of stakeholders. According
to sales data, the last 3 years show the position of the
company as a market challenger [3]as follows:
Table 1.
Sales Revenueof Company
Sales (IDR)
Market share
Brand
2016
2017
2018
2016
2017
2018
A
335.360.000
1.502.320.000
1.224670.000
18,3%
16,39%
38,83%
B
1.306.115.000
7.475.070.000
1.496.150.000
71,28%
81,53%
47,43%
C
190.775.821
190.775.821
433.418.100
10,41%
2,08%
13,74%
Total
1.832.250.821
9.168.165.821
3.154.238.100
100,0%
100,0%
100,0%
Anton Sukoco, Magister Management of Airlangga University,
Surabaya, 60286, Indonesia, anton.sukoco-2017@feb.unair.ac.id1,
Mohamad YusakAnshori, Economic and Business Faculty,
NadhatulUlama Surabaya of University, Surabaya,
Indonesiayusak.ashori@unusa.ac.id2,
Based on data collected from internal sole distributor
companies as can be observed in table 1.it can be observed
that market share of product A is a product with the market
challenger category. because having
International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
market share is still below 40% while the marker leader
market share is 40%. This is evident in the rate of
development of marker share of single distributor
companies in a row in 2016, 2017, and 2018 that have
never even reached 40%, and this figure is a reference to
be able to compete with similar industries that have
become marker leaders [3]. In another perspective. a
product that is classified as a market challenger sometimes
attacks marker leader and its competitors to increase
market share. So if you want to increase the market share
of a company you must have an effective marketing
strategy, which is that the market can be well received.
An increase in product A market share and making it a
market leader means increasing customer preferences and
company value. So that the increase in value will increase
the sales force's trust in prospective product users and at
the same time the benefits of the company are that the
company is able to become the choice of prospective
principals in the business sector of medical devices and
laboratories.
II. LITERATURE REVIEW
The literature review explains some theoretical studies
and empirical studies that have relevance to the research
conducted. Theoretical studies in question are theories
that support and will later be elaborated with the results of
research and become the scope of the discussion. While
empirical studies are previous studies that are definitely
selected and have material that supports the compilation
of research reports such as this research journal.
A. Strategy
Strategy [4] is the main planning that is systematic and
orderly so that it can realize the results set based on the
mission owned by the company. There is also another
definition of strategy is a series of decision decisions made
on the basis of fundamental actions prepared by top-level
structural management that are realized and carried out so
that corporate goals are achieved. Or there are also three
approaches to strategy namely declaration, perspective of
success factors and ways to create company goals.
B. Strategic Management
Systematic art management can also be said as strategic
management is a decision-making process that uses and
allocates a relatively long time [5]. This can also be
defined as the derivation of tasks that must involve many
parties [6]
C. Marketing
[3] Defining marketing as a process of introducing
values and messages from companies to consumers (end
users) in order to get information from each other,
marketing can also be interpreted as a holistic system
business activities aimed at planning, pricing, promoting
and deliver goods from the warehouse to consumers.
D. Competitive Strategies
Competitive strategy is the process of running a business
run by a company that aims to increase the
2
portion of goods and services as a product of a company
[5]. In another assessment, [3] stated that at least it must
have three advantages to be able to compete, that are cost
advantages, differentiation and focus in printing products
and services to meet people's needs.
E. Market Challenger Strategy
This market challenger strategy can be implemented if
the company's goal is to boost market resources which
ultimately want to become a marker leader. So it is clear
that the aim of the market challenger strategy is to increase
market share itself [3]. There are also several types of
market challenger strategies according to Kotler and
Keller as follows:
1) Frontal attacks are openly equal attacks on products,
advertisements, prices, and distribution and
competitors. Where this attack states that those who
have greater resources will win.
2) Flank attacks are attacks that target the weak points of
opponents that can be directed at two geographical
dimensions where in this case the attacker takes
advantage of opportunities that have not been touched
by competitors, and the segment where the attacker
takes advantage of opportunities to provide market
needs that have not been properly met.
3) An encirclement attack is an attack through a siege
attempt to capture a part of a competitor's area with a
fast attack. This attack can be applied when
challengers have superior resources and have
confidence that siege will quickly destroy competitors.
4) A by-pass attack is an attack that passes through all
competitors and attacks a market that is easier to enter
to be able to expand the company's resource base
through three approaches namely unrelated product
diversification, diversifying into new geographic
markets, and jumping to new technologies for replace
old products.
5) Guerrilla warfare is a small and irregular form of
attack such as lowering the price of goods, promotion
flash attacks internally, or sometimes using legal
actions aimed at embarrassing and damaging the
morale of competitors and in the end the attacker will
get a permanent place on the market.
F. SWOT Analysis
SWOT is used to determine accuracy of the strategy in
developing SWOT company values. It can also be used as
a guideline for planning and evaluating strength. Strength
is an advantage possessed by a company in its resources,
capabilities, and other advantages that arise in the
company. Weakness is a limitation or lack of a company
that hinders the performance of the company.
Opportunities are situations that benefit the company in
every aspect of the business. Threat is a situation that is
not profitable for the company in the form of obstacles
faced by the company.
The quantitative approach of the SWOT analysis is
applied by multiplying the score (a) against the weight
(b) in each SWOT factor to get the total multiplication
value (c = a x b). This approach was developed based on
a qualitative approach by [7]. Positioning is applied by
reducing the total factor S multiplication value by W to
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International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
get the coordinate x (x = S-W) and reduce the total value
of factor O with T to get the coordinates y (y = O-T). so
that the coordinates (x, y) are obtained to determine
position of the company on the SWOT diagram. The
SWOT diagram is divided into 4 quadrants as shown in
figure 1.
The purpose of knowing the company position is to
determine the type of strategy taken based on external and
internal conditions of the company [8]. Each quadrant is
influenced by factors of strength, weakness, opportunity,
and threat of the company [4] where it is explained below:
1) Quadrant I
This position indicates that the company has good
strength
and
opportunity.
The
strategy
recommendation in this position is rogressive, where
the company can continue to develop because it has
good opportunities and strength.
2) Quadrant II
This position indicates the company has good strength
but has a big challenge. The strategy recommendation
in this position is Strategy Diversification, companies
must have several other strategies to deal with these
challenges.
3) Quadrant III
This position indicates that the company is weak but
G. SWOT Matrix
An alternative strategy that is carried out based on the
results of identification of internal conditions and the
external circumstances of a company or institution. The
identification results are not the result of an assessment of
the company's internal or institutional, but also the results
of an external assessment of the company. These
alternative strategies can be made in the form of matrices,
a matrix with four possible strategy options [9]. Following
are the policy options in the SWOT matrix in question as
shown below.
The qualitative approach of the SWOT analysis can
construct strategic alternatives that can be taken by the
company by looking at the relationship of SWOT factors.
The relationship of SWOT factors will result in an
alternative SO-ST-WO-WT strategy shown in table 2. The
alternative SWOT matrix of the strategy has different
ways to improve the performance of an organization [9].
1) SO (Strength - Opportunity)
2) WO (Weakness - Opportunity)
3) ST (Strength - Threat)
4) WT (Weakness - Threat)
Tabel 2.
SWOT Matrix
This journal research aims to find out the business
processes and strategies of a single distributor company.
Identification of business processes from upstream to
downstream can be a reference for developing the
business. Overall information about business activities is
needed to determine the right strategy. Determination of
the right strategy can be done using a SWOT analysis [4].
Qualitative SWOT analysis can be quantified to get the
company's position on the SWOT diagram and also to
weight the right strategies of other strategic alternatives.
Opportunity
Streghts (S)
Weakness (W)
Consider strategies that use
power to take advantage of
opportunities (SO)
Consider strategies that take
advantage of opportunities to
avoid weaknesses (WO)
Consider strategies that use
strength to overcome or
avoid threats (ST)
Consider strategies that
minimize the effects of
weakness and overcome or
avoid threats (WT)
SWOT analysis is based on the identification result of
the external and internal conditions of an organization.
This identification is not only based on the company's
point of view but also needs to involve the perspective of
external parties such as consumers. Determination of
strategies grounded on SWOT analysis can result in
strategy decision making that is wrong because it only
involves the manager's perspective [10]. The customer's
point of view is needed to find out whether the strategies
taken by the company affect the customer.
III. RESEARCH METHODOLOGY
Quadrant III Figure. 1. Diagram SWOT
Quadrant I
Weakness
Strength
Quadrant IV
Threats (T)
old strategy cannot take advantage of these
opportunities.
4) Quadrant IV
This position indicates a company that is weak and has
a threat. The strategy recommendation in this position
is Defending, where the company is in a dilemma
position. Defensive strategies are taken to fix the
internal conditions of the company so as not to get
mired.
opportunity (O)
has good opportunities. The strategy recommendation
for this position is the Change of Strategy, the
company must change its strategy to take advantage of
existing opportunities because it is feared that the
Quadrant II
Threats
Figure 1. SWOT Diagram
The review of the research methodology includes
several consecutive explanations ranging from the type of
research, the types and sources of research data, technical
data collection, data processing techniques, data analysis
techniques, and data interpretation techniques. Here's a
review of the details.
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International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
A. Types of Research
This type of research is a study that applies qualitative
and quantitative approaches: This is because researchers
are directly involved with the process of searching and
processing data in the field, expecting the objectivity and
validity of the data obtained. Research using this
qualitative approach uses case study strategies. Case
studies are methods that are identical to social science. At
least there are some things that must be considered before
determining the research strategy, namely the type of
questions contained in the formulation of the problem,
ability and control possessed by the researcher in dealing
with the problems to be examined, and the level of focus
on the research problem being investigated [11].
SWOT analysis needs to be carried out in the process of
extracting data, considering that the aim is to be able to
formulate accurate and effective strategy formulas [4].
Starting from planning, preliminary observation,
preparation of model construction. The results analysis
phase is up to the stages of preparing the final research
report. This phase of journal research was adopted from
the construction of the research phase which was initiated
by [12] and developed by several scientists including
Ascarya, a senior researcher at Bank Indonesia (BI), so
that the stages of research in this journal are arranged as
shown below.
Existing
Strategy
B. Types and Sources of Research Data
Both the type and source of research data used are the
source and type of prime data, and the sources and types
of secondary data. The primary data source in this study is
informants who come from internal companies, with a
background of deputy branch managers, group managers.
While secondary data sources are all written references
such as financial reports, magazines, journals, and related
documents.
Primary data is data obtained directly and informants,
namely the results of interviews, in this study prime data
includes data obtained from in-depth interview process
and focus group discussion (FGD). While secondary data
is data obtained and secondary sources. In this study,
which is secondary data is financial report data records
relating and obtained from reports or bulletins, and the
like.
Tabel 3.
Data Respondent
Charaterictic
Focus Group
Discussion
Questionnaire
External
Analysis
Internal
Analysis
SWOT Analysis
A
B
C
√
√
√
SWOT
Matrix
Gender
Male
Female
Age
Figure. 2.Charactristics of FGD Participants
35-40 Years old
40-45 Years old
Result and
Discussion
√
Conclusion
√
√
√
√
√
14
10
15
Education
Bachelor
Work Experience
Selected
Strategy
Figur 2. Flowchat Research Stage
C. Research Phase
The research phases are built on the basis and value of
the concepts reviewed in the research of this journal.
Reviews will determine the research approach and
strategy that is used, so that the analysis and results of
thought can be obtained which can then be used as
material for decision making. The preparation of this
journal uses a research methodology that refers to the
analytical tool used, namely through the SWOT analysis
approach.
The elaboration result of the literature study by
classifying and drafting the questionnaire continued with
the focus group discussion (FGD) process. The FGD was
directed to discussion activities with company managers.
In addition to the FGD activities, in-depth interviews were
also conducted with external parties, namely the
company's commissioners. This stage was completed with
the completion of the FGD process and interviews with
expertise. Then there are two activities. First,
International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
qualitative SWOT analysis is by reducing the exposure of
data and information and processing it in the form of
narratives and descriptions. Second, quantitative SWOT
analysis, namely by codifying, calculating the weight and
rating which is then compiled by the SWOT matrix. From
the results of the weight calculation and preparation of the
SWOT matrix, it will then be analyzed and the results
obtained to determine the results and direction of the
strategic policy according to the matrix quadrant.
D. Data Collection Technique
In accordance with the research approach used is a
qualitative approach, the data collection technique is at
least divided into 2 stages techniques. These stages are
focus group discussion (FGD) and in deep interview. The
FGD was conducted by inviting a number of internal
division employees to get an overview and insight into
marketing and sales activities so that material was
obtained to develop a market share strategy. In-depth
interviews were conducted to confirm and clarify data in
data triangulation methods, namely by interviewing
practitioners who have competencies in marketing and
strategic management.
D. Data Analysis Technique
Technique that used in processing data in this study is a
SWOT analysis. In SWOT analysis it is very possible to
extract data in order to obtain a strong and effective
strategy formula [4]. In the process of identifying factors
that are in the line of work of the company, it must be
classified into 2, that are internal factors and external
factors. Internal factors include 2 main elements, namely
strength and weakness. Whereas external factors include
opportunities and threats.
In addition, this analysis method will also help
understand the current situation or conditions of the
company/industry and help improve the status of the
company/industry. At the same time the SWOT analysis
will help find solutions to threats and weaknesses, so that
the company will grow and become competitive and
against its rivals [13].
E. Data Validation Technique
The technique used to validate and maintain the
objectivity of data and information obtained from the
results of field research is through a series of processes
and methods starting from the FGD, in-depth interviews
with informants.
Triangulation is the process of confirming data by both
the researcher and the research team, both based on the
time of data giving (time triangulation) and based on the
source of the data provider (source triangulation). Data
triangulation will be carried out using in depth interviews
with users or consumers of the product. The goal is after
the results of the triangulation, the results of the review
will be obtained and a description of the shortcomings and
other matters of the product market, so that a review
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will be obtained in the form of SWOT analysis points
which are the product marketing strategy.
IV. RESULT AND DISCUSSION
In the results chapter & discussion, an analysis and
interpretation of the results of data processing has been
carried out. The analysis and interpretation of the data is
carried out in accordance with the objectives to be
achieved from the implementation of this journal research,
namely increasing the market share of medical devices in
a single distributor company of sakura brand
A. Qualitative SWOT Analysis
Identification of internal and external conditions of a
single distributor company is done by making direct
observations on the marketing process and literature
studies. The results of the observations made by looking
directly at the company's marketing activities and
literature studies were then discussed with the internal
management of the company and the company's
commissioners.
The results of the discussion are then validated,
determined to be the factors used by external and internal
analysis as follows:
Company’s strength:
1) Competitive price.
2) The sales force competency is above the average.
3) Good Support Principal.
4) There is a back-up unit if there is damage.
5) The Company’s financial condition is quite good.
The weaknesses of the company:
1) Bad after sales services.
2) Product quality is not good.
3) Support management which is less focused on
providing direction for medical device marketing
strategies.
4) Brand equity that has not been strong.
5) The absence of products at the Teaching Hospital so
that is not familiar.
Company’s Opportunities :
1) Business Opportunities.
2) Government Regulation for Hospital Type B.
3) The need for rapid diagnose.
Company’s threat :
1) Worth to Mouth that is not good towards the brand.
2) Competitor’s aggressiveness.
B. Quantitative SWOT Analysis
Determining position of the company using SWOT
analysis is done by assigning values of weights and
ratings. Weighting is done by selecting numbers with a
range of 0.0 to 1.0 based on their importance, with the
number 0.0 indicating not important until the number 1.0
shows very important. Giving ranking is done by selecting
numbers 1 to 4 based on the level of influence, where
number 1 shows a very small influence to 4 indicates a
very large influence. The assignment of weight values and
ratings is carried out by the managers of the company's
internal.
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International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
Table 4.
Quantitative SWOT Analysis Questionnaires of Strategic Factor Internal Condition
Internal Strategies factor
Weight
Rating (c)
Score (b x c)
(a)
(b)
Respondent 1
Respondent 2
Respondent 3
Average
(d)
Competitive price (S1)
0.025
4.00
3.00
4.00
3.67
0.09
Sales force competence over the average
(2)
0.025
4.00
3.00
4.00
3.67
0.09
Good support principal (S3)
0.025
4.00
3.00
3.00
3.33
0.08
Back up unit if there is any damage (S4)
0.025
4.00
4.00
4.00
4.00
0.10
Company’s financial condition is fairly
good (S5)
0.050
3.00
3.00
3.00
3.00
0.15
Poor after-market service (W1)
0.200
2.00
2.00
2.00
2.00
0.40
Product quality is not good (W2)
0.100
2.00
1.00
2.00
1.67
0.17
Support management that is less focused
on providing direction for medical device
marketing strategies (W3)
0.050
2.00
1.00
2.00
1.67
0.08
Brand equity that is not yet strong (W4)
0.250
1.00
1.00
1.00
1.00
0.25
There is no product in Teaching Hospital
then it unfamiliar (W5)
0.250
1.00
1.00
1.00
1.00
0.25
STRENGTHS
WEAKNESS
TOTAL
1.00
1.67
Based on the results of quantitative SWOT analysis of
internal factors of sole distributor companies in Table 4, it
is known that there are five strength factors and five
weakness factors in the internal conditions of the
company. The value of the total factor strength and
weakness of the condition of the company interval is
+1.67. This indicates that internal business factors are in
sufficient condition because they have strength but
weaknesses also have a strong influence. While the
evaluation of internal conditions based on the value of the
strength factor minus the company's weakness is equal to
-0.63. So the company should improve its performance
again by improving internal conditions and eliminating
existing weaknesses.
Table 5.
Quantitative SWOT Analysis Questionnaires of Strategic Factor External Condition
External Strategies factor
Weight
Rating (c)
Score (b x c)
(a)
(b)
Respondent 1
Respondent 2
Respondent 3
Average
(d)
Business opportunity (O1)
0.250
4.00
3.00
4.00
3.67
0.92
Government regulation related to Hospital
B Type (O2)
0.300
4.00
3.00
3.00
3.33
1.00
Need on quick diagnose confirmation (O3)
0.050
3.00
3.00
3.00
3.00
0.15
Word to Mouth is not good on the brand
(T1)
0.300
2.00
2.00
1.00
1.67
0.50
Competitor aggressiveness (T2)
0.100
1.00
1.00
1.00
1.00
0.10
OPPORTUNITY
WEAKNESS
TOTAL
1.00
Based on the results of the quantitative SWOT analysis
of the internal factors of the sole distributor company in
table 5, it is known that there are three opportunity factors
and two threat factors in the company's internal
conditions. The total value of opportunity factors and the
threat of the company's external conditions are +2.67. This
indicates that the external factors of the business are in
good condition. Whereas the external factor evaluation
2.67
of total opportunity score reduced by threats is equal to
+1.47. The value indicates that business opportunities are
still quite promising with existing threats.
C. SWOT Diagram
In the analysis of the SWOT diagram using data from
the questionnaire processing as listed in tables 4 & 5. With
the results of processing the two tables, a score is
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obtained indicating the identification of factors which will
then be used to formulate the company's strategy. This
SWOT analysis is the beginning of the process of
formulating strategies that will be carried out to assist in
determining the strategies taken by the sole distributor
company.
The calculation results of qualitative SWOT analysis on
the internal and external conditions of a single distributor
company show an internal score of -0.63 and an external
value score of +1.47 as shown in figure 3 of
the SWOT diagram below. The internal score value shows
the position of the x coordinate and the external score
value showing the y coordinate position, based on the
results of the calculation showing the position of the
company in quadrant III at the coordinate point (-0.63;
+1.47). So the strategy that must be taken is the
Turnaround, where the company must change its strategy
to take advantage of existing opportunities because it is
feared that the old strategy cannot take advantage of the
opportunities available.
Opportunity
+ 1.47
Weakness
Strength
- 0.63
Threats
Figure 3. SWOT Diagram of Company Condition
D. Matrik SWOT
The factors that have been identified in the SWOT
analysis are then compiled into the SWOT matrix. These
factors represent the internal and external conditions of
the company. Based on the results of discussions with the
management of the sole distributor company after seeing
these internal and external conditions. formulated several
alternative strategies that are expected to be implemented
in the company to improve company performance. The
alternative strategies that can be taken by the company are
as follows.
Based on Table 6, there are four types of alternative
strategies that can be used based on the external and
internal conditions of the company, namely SO (StrengthOpportunity). ST (Strength-Threat). WO (WeaknessOpportunity), and WT (Weaknesess-Threat). The
following is an explanation of the strategy alternatives in
each strategy:
1) SO Strategy
After knowing the strength of the company to take
advantage
of
existing
opportunities
by
increasingqualityandquantity of sales force calls and
bundling supporting products.
2) ST Strategy
After knowing the strength of the company to
overcome or reduce the threat by carrying out a joint
visit to the hospital to key customers, taking the
competitor's sales form, and re-training the operator.
3) WO Strategy
Take advantage of the opportunities that the company
has to avoid existing weaknesses by increasing the
competence of after-market employees so that services
are faster and more precise, make improvements to
product quality, and collaborate with Education
Hospitals.
4) WT Strategy
Consider strategies that minimize the effects of
weaknesses owned by the company and overcome or
avoid threats that come from outside the company by
giving attention to focus on service in the existing
customer.
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International Conferenceon Business andManagement Technology 2019 (IConBMT 2019)
Table 6.
SWOT Matrix of Company Strategy Alternatives
IFAS
STRENGHTS
WEAKNESSES
Competitive price (S1)
Poor after-market service (W1)
Sales force competence over the average (S2)
Product quality is not good (W2)
Good support principal (S3)
Support management that is less focused on
providing direction for medical device
marketing strategies (W3)
Back up unit if there is any damage (S4)
Brand equity that is not yet strong (W4)
Company’s financial condition is fairly good (S5)
There is no product in Teaching Hospital then
it unfamiliar (W5)
EFAS
OPPORTUNIES
SO Strategy
WO Strategy
Business opportunity (O1)
Improve the quantity and quality of sales force calls
(S1, S2, S3, S4, O1, O2, O3)
Government regulation related to
Hospital B Type (O2)
Make supporting bundling product (S5, O1, O2)
Need on quick diagnose
confirmation (O3)
Improving after sales employee competencies
so the service be faster and on time (W1,W2,
W3, O1, O2)
Make product quality improvement (W2, O1,
O2)
Cooperation with Teaching Hospital
THREAT
ST Strategy
WT Strategy
Word to Mouth is not good on the
brand (T1)
Make Hospital joint visit to end user (S2, S3, S4,
S5, T1)
Competitor aggressiveness (T2)
Take competitor sales force (S5, T4)
Service focus on existing customer (W1, T2)
Re-training to operator (S5, T1)
V. CONCLUSION
A. Conclusions
(1) From quantitative SWOT analysis internal factors
indicate that a company should improve its
performance by improving internal conditions and
eliminating existing weaknesses. Whereas quantitative
and external SWOT analysis shows that the company
has not taken advantage of opportunities well and has
reduced threats and wild.
(2) Based on the results of the SWOT analysis data
processing, the internal score value is obtained
indicating the position of the x coordinate and the
external score value indicating the coordinate position
y. Based on the results of these calculations indicate
the position of the company is in quadrant III at the
coordinate point (-0.63; +1.47).
(3) From the SWOT matrix four SO-WO-ST-WT
alternative strategies are obtained.
(4) Companies must change the old strategy, namely the
frontal attack strategy with a new strategy
encirclement attack by eliminating weaknesses
through increasing the competence of after-market
employees so that service is faster and more precise,
improving product quality, and cooperating with the
Education Hospital. As for reducing threats through
giving attention in a focus on service in the existing
customer.
(5) As an appropriate strategy for market challengers,
encirclement or siege attacks are an attempt to capture
a part of a competitor's area with a rapid
attack. Siege can be applied when challengers have
superior resources and believe that siege will quickly
destroy the morals of competitors.
B. Suggestions
(1) The order to increase market share & become a market
leader, the sole distributor company should change the
existing strategy according to the results of the SWOT
analysis in quadrant 3 from the frontal attack strategy
to the encirclement strategy by improving existing
weaknesses through with improving after sales
employee competencies so the service be faster and on
time, make product quality improvement and
cooperation with teaching hospital.
VI. REFERENCES
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